ABSTRACT
Rhetoric is the art of using language in a persuasive manner to influence how people think, feel, and behave. This chapter briefly reviews how the rhetorical techniques might be used in image-making and in creating captions or titles for images. Although rhetoric traditionally refers to the written and spoken word, it also applies to all types of persuasive communication, including pictures, music, and any combination of communication methods. Addition refers to the visual elements included when creating an image. Holding back or suppressing something can give the picture an enigmatic quality, inviting the viewer to become more involved in framing the completion of the visual statement. In substitution, one thing takes the place of another. Substitution might combine both suppression and addition. Exchange involves reciprocity between elements in a visual statement, some type of tradeoff, switching, interchange, or conversion between them.
